They have been operating in the UK for a few years now. Their business practices stepped over the line of what is acceptable a few times, which has got them in trouble with our Advertising Standards Authority. Many wine geeks are deeply sceptical, but I can see positive sides too.

I tasted a Naked Chardonnay recently before a meal at a restaurant. There was no oak, but not much else either - no real minerality and not much acidity. To my taste there is nothing that recommends this wine. It would definitely benefit from a touch of oak. Maybe then they could re-name it "Semi-Clothed Chardonnay."

PS: Oops! I tasted "The Naked Grape Chardonnay". That's a different thing altogether. I guess I should have visited the linked site before commenting.

Some clever use of social networking style that's been successful in gathering those less (wine) geeky. The encouragement of interaction between winemakers and customers is also a laudable concept.

However as Steve says, they have overstepped the mark and there have been plenty of accusations of them 'astroturfing' discussions (be that by over-zealous followers, or people within the company itself is hard to tell). It certainly has seemed like there was 'choreography' involved.

So elements of what they've done could be applauded (and should be learnt from), but overall I've found them a disturbing organisation in the great tradition of marketing-led companies.

Not the same at all, Sam. Naked Wines is not a wine brand - it is an online merchant that started in the UK, and now apparently dipping their toes in the US market.

As always, Ian gives a very balanced view. I would only add that they did not get into trouble with the ASA for astroturfing, but for signing people up for monthly commitments of money without making it obvious enough. As mentioned on my blog, they also made unjustified claims about levels of discounting, though that is fixed now (I suspect also after complaints to the ASA).

(I see you edited your post as I typed, Sam, and have already spotted what I have just said.)